Inter-media Agenda Setting Research On Newspaper And Inter Media Based On GM Food Event

The Inter-media Agenda Setting theory is an important component of Agenda Setting theory. It has attracted much attention of the scholars since its launch. In recent years, the rise of the Internet has changed the traditional Inter-media Agenda Setting mode. Among them, Inter-media Agenda Setting Research on Newspaper and Inter-media changes is especially evident, between which the interaction mode and position have changed a lot in the backdrop of Internet media rising and newspaper failing. Media is the main platform for the evolution of general opinion events to public opinion ones. The formation of public opinion goes along with the disclosure, dissemination and diffusion of relevant information. In fact, it is the process that different media discuss agenda and influence mutually among each other. During their interaction, they form a complete reporting system through reporting originally or reproduced to promote the flow and spreading of the agenda. As a result, the public opinion about social events is gradually shaped and leaded to a climax. The relationship between Inter-media agenda interaction and public opinion has become closer, so the changes of the interaction mode of the Inter media agenda will also make a difference to the public opinion for social events.In the 21st century, the biological science shares a swift and violent development, transferring gene crops is published and popularizes rapidly. Our country started the transgenic technology research in the 1980s, about which people is skeptical for there is no certainty about the safety of genetically modified foods. The illegal planting of genetically modified rice in’2004 makes genetically modified foods a popular topic again, and related events evolved to public opinion events over and over again. This is promoted by the media. Due to its persistence, significance and the compact relations with the media, this topic is taken as an example to study changes between newspaper and network media agenda interaction and its relationship with public opinion evolution.Specifically speaking, this article takes newspaper and network media as the main object of study, the agenda setting theory among media as the instruction, adopting the content analytic method and the case methodology. It takes three genetically modified foods events, which drew much public attention and successfully interacted between the newspaper and the network media, starting from the year 2004 as examples, by analyzing the amount, influence, flow direction and the relevance of the agenda to concretize the agenda setting between newspaper and network media, leading to the conclusion that what are the changes of agenda establishment between the newspaper and the network media and what influence do the changes make to public opinion and feeling in genetically modified foods events. Facing with the changes of public opinion, social background and communication environment, how the newspaper as well as the network should coordinate with the big background and to strengthen the correct guidance of public opinion about genetically modified foods through agenda setting.Research shows that:1, the dominant position of newspaper in the inter-media agenda setting declined, but the newspaper is still ahead of the network media.2, the newspaper has weakened the role of constructing agenda, and network media has an effect on constructing agenda while it enhanced overflow effect.3, in the inter-media agenda setting, there are more setting modes.4, with the development of era, the interaction between newspaper and network is stronger. Which bring the public opinion both positive and negative effect:the influence of public opinion is more diversified and public opinion develops faster along with a severer situation of public opinion mess. Nowadays, on one hand, the society is in transition and contradiction highlights everywhere, on the other hand, among the media system, the presence of new media and the development of media technology make it difficult for the media to lead public opinion. Under such complex circumstance, newspaper and network should both work together and play their respective advantages to monitor the public opinion, leading the public opinion about genetically modified foods to a direction that is correct and healthy.